As the great Prince once sang, “I have seen the future, and it will be.”
With the New Year just passed, and another trip around the sun completed, it’s that time once again to take a peek into the future and offer up what we think it will be.
As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed.
Next up is Michael Ahmadzadeh, Partner and Executive Producer at electriclimeº, taking a look ahead, a look back, and at the fate of his New Year’s resolution for 2023.
Looking Ahead
What are three trends to look for in the coming year?
1. Virtual Production, Augmented Reality (AR), and the Rise of AI:
In the dynamic landscape of film and advertising, 2023 has ushered in a significant wave of technological progress, with virtual production, augmented reality, and the integration of artificial intelligence (AI) standing as the cornerstones of innovation.
Virtual production and AI serve as an expansive canvas for filmmakers and advertisers, allowing them to weave immersive worlds and narratives in real-time.
AI, with its ability to analyse vast datasets and predict audience preferences, further enhances the storytelling experience, providing valuable insights for content creators.
At electriclime° we have already seen this coming into effect with briefs and pitches coming through across all three of our offices.
This dynamic combination promises to captivate audiences with novel and interactive narratives, ushering in a new era of engagement and creativity in the world of film and advertising. At first it was something I thought might be a threat, but I feel these tools will really aid the industry and allow for an enhancement in creativity and efficiency in what we do.
2. Sustainability and Social Responsibility:
There’s a growing awareness and concern for environmental and social issues from brands and consumers, steering our storytelling compass. Viewers now seek content that mirrors their values, prompting brands and filmmakers to shine a spotlight on sustainability, not just in the end product but in the very essence of the production process.
Advertisers, it’s time to champion corporate social responsibility and ethical practices in campaigns, resonating with the socially conscious hearts of consumers. We’ve seen a lot of our electriclime° productions this year carry across this theme in Australia, Dubai and in Singapore – we anticipate this to carry on into 2024. It’s great as it’s something the electriclimeº team are extremely passionate about, and is in line with our company values.
“Virtual production and AI serve as an expansive canvas for filmmakers and advertisers, allowing them to weave immersive worlds and narratives in real-time.”
3. Interactive and Personalized Content:
2024 could be a step into an age where technology seamlessly waltzes with the viewer’s experience. Interactive and personalised content takes centre stage, turning passive viewership into an engaging, active participation. In the realm of film, interactive storytelling and personalized advertising emerge as the clandestine elixirs for intensifying audience engagement.
This revolution bears a striking resemblance to the visionary concepts found in Philip K. Dick’s short story “Sales Pitch,” where technology not only shapes but intertwines with human experience. Just as Dick explored the intersection of consumerism and personal agency, today’s film and advertising industries are utilizing data-driven insights to craft tailored content. It’s an immersive journey—think choose-your-own-adventure narratives and virtual reality experiences—where audiences evolve from mere spectators into active participants.
So, brands, let’s make it personal. Leverage the power of data to customize ads, delivering a viewing experience uniquely tailored to individual tastes.
Looking Back
Your favourite trend of 2023
My favourite trend of 2023 revolves around our unwavering passion for craft at electriclimeº. Witnessing the strides in cinematography, particularly with the advancements in technology like FPV drones, the Arri LF (Large Format), and High-speed precision camera robots (BOLT arm), has been incredibly satisfying. This technological leap has given rise to a spectrum of breath-taking, hyper realistic spots, and giving us the ability to deliver a completely new and immersive experience for our audiences.
In particular, Shahn Devendran, who heads our Sydney office, thoroughly enjoyed experimenting with these cutting-edge techniques in our BETR spot, skilfully directed by ProdCo’s Leigh Powis. The convergence of these cinematic innovations allowed us to push creative boundaries, resulting in truly exceptional visuals.
Additionally, a notable trend we’ve observed is the increasing interest of brands and clients to shoot across the Middle East. This surge in demand has led our Senior Producer Jumana Radi and her dedicated team to embark on numerous projects in the region, particularly in Saudi Arabia. This geographical shift not only adds a distinctive touch to our work but also reflects a growing demand for brands to enter into the KSA market as we see the country embark on a diversification programme.
Your favourite campaign of 2023?
I thoroughly enjoyed the SquareSpace commercial for the Super Bowl. Its visual appeal and the delivery of its message in a simplistic yet unique way were truly impressive. The talent involved (Adam Driver) made a significant impact, resulting in an exceptionally well-executed piece.
Another campaign that caught my attention was the Tiger Beer Puffer Jacket initiative from BBH Singapore. This campaign seamlessly merged technology, art, and fashion by introducing a puffer jacket equipped with a beer-powered cooling system, addressing the tropical heat of Asia. The integration of innovation with a mix of art and fashion was a standout element.
It’s truly inspiring to witness such innovative campaigns emerging from Asia, where creativity blends seamlessly with art, fashion, and practicality.
What was your 2023 New Year’s Resolution and did you keep it?
My NYE resolution in 2023 was to minimise my time on the phone, and focus on human interactions – In the fast-paced world of film and advertising, it’s often challenging to detach from technology.
I’ll have to carry this NYE resolution onto the next year!
Check out our Three Trends series here.
